Video streaming war in Asia has just begun!

Over-the-Top (OTT) streaming services are expanding in the Asia-Pacific. With Netflix and Amazon Prime Video launching their video streaming services in Asian countries, the video streaming war in Asia has just begun.

The research firm forecasts the VOD market to grow from $25.30 billion in 2014 to $61.40 billion in 2019, at a compound annual growth rate of 19.4 percent, with Asia-Pacific (APAC) and Middle East and Africa (MEA) expected to experience increased market traction.

Netflix launched its service in Japan last month and as part of its efforts to crack the Japanese market, the video streaming giant offered a bigger number of movies and local TV shows than what subscribers receive in other nations. Different packages and a free one-month trial are also offered to subscribers. Netflix’s usual content is only composed of around 20% of local-made programming, but this is raised to 40% in Japan.

Following Netflix’s example, Amazon Prime Video also launched its video streaming service in Japan. The company revealed that the content lineup will include thousands of popular US and Japanese TV shows, movies, music concerts, variety shows, anime series as well as Japanese originals and Amazon’s very own originals.

However players such as Netflix and Amazon Prime will face stiff competition –Hulu left the country after being there for three years– from another new players as well as a bunch of domestic players in each Asian market — like Viki, Spuul, Bigflix, Hotstar, BoxTV, J:COM, Hikari TV, Rakuten Showtime, U-Next, Tsutaya TV and AcTVila.

There are another new local players from Southeast Asia that already started a few months ago to tap the growing demand for international and regional content in the region.

iFlix has taken the liberty to allow viewers in Southeast Asia to stream online video and TV content on their devices. The internet media startup has successfully raised US$30 million to continue providing its streaming service throughout Southeast Asian nations and get access to more videos as well as produce original content. The company already launched its VOD services in the Philippines and Malaysia and will be followed by other Southeast Asian countries including Vietnam and Indonesia throughout 2015.

Sony Pictures Television and Warner Bros. have teamed up with Singtel to offer streaming services to Southeast Asian nations through HOOQ. Viewers in Southeast Asian territories can access over 10,000 Hollywood movies and TV shows as well as local content. HOOQ is already available in the Philippines and India and will soon launch in Indonesia and other Southeast Asian countries.

With these streaming services, viewers in Asian countries can access video on demand using the device of their choice.